I'm Shanelle Roberts. I find where banks lose customers and prove what it costs.
For twenty years I've built product and acquisition systems for institutions like T-Mobile and Wilmington Trust, including two and a half years inside a regional bank. I don't run campaigns or sell software. I diagnose where your digital acquisition system leaks revenue, attach a number to it, and hand your team the starting point. You work with me directly, not an account team.
Twenty years in product, UX research, and systems design. A U.S. Utility Patent from T-Mobile. Design work tied to eight-figure outcomes.
Twenty years across
- T-Mobile
- Wilmington Trust
- M&T Bank
- Microsoft
- Expedia
- The Home Depot
- UN World Food Programme
- General Assembly
You can see the revenue leaking. You can't prove where.
Most regional banks already spend on acquisition. Paid media, a redesigned site, a new digital account opening flow. The traffic shows up. The funded accounts don't keep pace.
The gap is rarely a marketing problem. It's a system problem. A prospect with real intent hits a question that creates doubt, a step that asks too much, or a moment where the experience stops signaling that the bank can be trusted with their money. They leave. Nothing logs it as a loss.
That's the part no dashboard shows you. So the budget conversation stalls, because no one can point to the exact place the money goes or attach a number to it.
These diagnostics exist to remove that blind spot. Not with a generic benchmarking deck. With specific findings about your bank, ranked by what they're likely costing you.
Account opening abandonment. A prospect starts the application, hits friction, and never finishes. The traffic report counts the visit. Nothing counts the loss.
Mortgage application drop-off. Well-qualified borrowers stall mid-application on a question or a trust gap. Those are the borrowers you most wanted to keep.
The budget case. You suspect the experience is the issue. You need a credible outside read to fund the fix. An internal team reviewing its own work rarely produces that.
Find out where your bank loses customers. Buy the answer online.
Your digital platform produces traffic. Somewhere between the first click and a funded account, qualified customers drop out. I find exactly where, what it costs, and what to fix first. Four fixed-fee diagnostics. No meetings, no intake, no retainer. Each is built on the same analysis of your bank's acquisition footprint, and each adds a layer: from a wide written read, to a live session, to a deep reimagining of a single product. Start anywhere. Most banks start at the top of this list.
Signal Report
A written diagnostic of your mortgage acquisition funnel: where well-qualified borrowers slip away before they ever apply, and what it's costing you.
- Mortgage funnel and product-page analysis
- Lead capture and follow-up gaps
- Positioning and trust signals reviewed
- Fully async. No meetings, no intake
Mortgage Application Experience Audit
The Mortgage Signal Report plus a narrated walkthrough: I go through your application as a well-qualified borrower and narrate what your prospects actually experience, step by step.
- Includes the written Mortgage Signal Report
- Narrated borrower-perspective walkthrough
- Friction and trust gaps named in real time
- A video your team can watch together
Customer Acquisition Executive Briefing
The bank-wide Signal Report, plus a live 45-minute briefing where your leadership team interrogates the findings with the person who did the work.
- Everything in the Signal Report
- 45-minute live session, up to 6 leaders
- Walkthrough, open Q&A, prioritization
- Evidence your leadership can act on
Customer Acquisition Opportunity Review
The deep dive on one product you choose. A focused diagnostic, a 60-minute live debrief, and a live prototype preview of that product's experience reimagined, for example your mortgage homepage.
- Focused diagnostic of one product line you pick
- 60-minute live debrief with your team
- Live prototype: that product's experience reimagined
- See the problem and exactly what's possible
Looking for a bundled engagement?
If you want to combine diagnostics, cover multiple product lines, or scope something across your bank, reach out and we'll shape a package that fits. Bundles are priced and arranged directly with me.
Not sure which one? The comparison below lays them side by side, or send me a note and I'll point you to the right starting place.
The same analysis. Four depths.
Read across to see exactly what each engagement includes. Everything is a fixed fee paid before work begins. Nothing requires internal access or a standing meeting.
| What you get | Signal Report$1,000 / $1,500 | Mortgage Audit$2,500 | Executive Briefing$3,500 | Opportunity Review$4,500 |
|---|---|---|---|---|
| Scope | Mortgage or bank-wide | Mortgage only | Bank-wide | One product you pick |
| Written diagnostic report | Yes | Yes (included) | Yes | Yes |
| Narrated video walkthrough | No | Yes | No | No |
| Live session with leadership | No | No | 45 min | 60 min |
| Live prototype preview | No | No | No | Yes |
| Meetings required to buy | None | None | None | None |
| Typical turnaround | 7 business days | 10 business days | ~14 business days | Up to 21 business days |
Buy it. Get the findings. No back-and-forth.
There's no discovery call to schedule, no proposal to wait on, and no scope to negotiate. Every engagement runs off your bank's publicly available digital presence.
You pay via Stripe
Secure checkout for a fixed fee. You get a confirmation email immediately, and work begins within one business day.
I audit your digital footprint
I work from your public website, product pages, account opening flows, and application experience. No logins, no internal access, no work for your team.
You receive the findings
Delivered on the timeline for your engagement. Specific findings, prioritized by likely revenue impact, in a format you can circulate internally.
I'm a researcher and systems designer. I diagnose where acquisition systems lose customers, put a number on it, and hand you the starting point. I don't implement. That keeps the findings honest: there's nothing for me to upsell, so there's no reason to soften them.
Before this work, I spent two and a half years inside a regional bank. I know how these institutions are structured, how decisions get approved, and what it actually costs when a qualified applicant drops out of a digital flow. That operational context is hard to replicate from the outside.
Across twenty years in product and systems design, my work has been tied to eight-figure outcomes, including a U.S. Utility Patent from T-Mobile and the first secure digital payment experience at Wilmington Trust. When I flag a gap, I can tell you whether it's specific to your bank or endemic to the category.
Who this is for, and who it isn't
This is right if
- You're a regional or community bank leader who suspects the digital acquisition experience is costing you customers.
- You want a credible outside read before making the budget case for digital investment.
- You want documented findings you can circulate, not a sales pitch.
- You want the work done without pulling your team into intake calls and surveys.
This is not right if
- You need implementation. These are diagnostics. Build work is a separate scope.
- You want a long-term retainer or agency relationship.
- You want generic industry benchmarks rather than findings about your bank.
- You're looking for more traffic. The work here is about converting the intent you already have.
Build a package that fits your bank.
The four diagnostics are sold individually online. If you want to combine them, cover more than one product line, or scope something broader across your bank, tell me what you're weighing and I'll come back with a tailored package. I respond within 2 business days.
Before you buy
Start where most banks start: the Signal Report.
One payment. No meetings. No intake. In 7 business days you'll have a written diagnostic of where your acquisition system is losing revenue, with the gaps ranked by what they're likely costing you. Start narrow with the mortgage funnel, or go bank-wide.
$1,000 Mortgage-specific · Bank-wide $1,500 · Paid via Stripe · Work begins within 1 business day